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EMARKETER
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Traditional Media Ad Spending, by Tariff Scenario
Overall
Total Media Ad Spending
Total Media Ad Spending, by Tariff Scenario
Total Media Ad Spending, per Person
Total Media Ad Spending, by Media
Total Media Ad Spending Growth, by Media
Total Media Ad Spending Share, by Media
Traditional Media Ad Spending
Traditional Media Ad Spending, by Tariff Scenario
Traditional Media Ad Spending, by Media
Traditional Media Ad Spending Growth, by Media
by Media
Desktop/Laptop Ad Spending
Digital Ad Spending
Mobile Ad Spending
Magazine Ad Spending
Newspaper Ad Spending
Out-of-Home Ad Spending
Radio Ad Spending
TV Ad Spending
Per Hour, per User
Desktop/Laptop Ad Spending per Hour Spent with Desktop/Laptop Internet, per Person
Digital Ad Spending per Hour Spent with Digital Media, per Person
Magazine Ad Spending per Hour Spent with Magazines, per Person
Mobile Ad Spending per Hour Spent with Nonvoice Mobile Activities, per Person
Newspaper Ad Spending per Hour Spent with Newspapers, per Person
Print Ad Spending per Hour Spent with Print, per Person
Radio Ad Spending per Hour Spent with Radio, per Person
TV Ad Spending per Hour Spent with TV, per Person
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Source & Notes
Data Table
Source: EMARKETER Forecast- July 2025 
Note: includes magazines, newspapers, out-of-home, radio, and TV
Additional Note: The “moderate tariffs” scenario assumes China’s economic growth slows, but the downturn is limited due to partial tariff relief brought by trade negotiations with other countries and by domestic stimulus measures. The “heavy tariffs” scenario assumes a sharp increase in tariffs as US-China trade negotiations break down and tensions with other trading partners escalate, leading to weaker economic growth despite domestic stimulus measures.
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